The iPad, and the Staggering Work of Obviousness

by amy

On Thursday, I set my iPad up for the first time with the fold-out case and Bluetooth keyboard. And I got walloped but good by Nostalgia. Nostalgia that was chunky and green.

The heartbreaking fate of the lovable Newton is exemplar of everything that is wrong at an Apple without Steve Jobs, and why a customer reaction of “Is that it?” can be a product designer’s best friend.

Take a little trip in my time machine

We can’t pretend to understand the present without first understanding the past. In this case, Apple’s past:

1998: A revolutionary, lovable Apple PDA with little squareish icons, on-screen keyboard, common icons across the bottom, single-tasking, and the best compact keyboard of the decade, complete with an ungainly but functional fold-out case. The Newton.

2010: A revolutionary, lovable Apple PDA with little squareish icons, on-screen keyboard, common icons across the bottom, single-tasking, and the best compact keyboard of the decade, complete with an ungainly but functional fold-out case. The iPad.

One an unmitigated, iconic flop, the other destined to be a success of Biblical proportions.

What a difference a decade makes.

What a difference a Steve makes.

The unbearable lightness of being steved

Steve brutalizes any attempted whizzbang without a real purpose. He’s so famous for it that he’s got his own verb.

Cutting-edge tech, fabulous, intuitive, friendly interface, lovable design — none of it matters, and nobody knows that more than Steve.

The Newton was too ahead of its time. The final version, the MessagePad 2100, was released almost exactly a decade earlier than the first iPhone.

And so when Steve came back to Apple, he steved the Newton.

now, the technical problems were nothing

Critics slammed the Newton for being overpriced, for not having enough software, for the green screen, for the handwriting recognition’s imperfections, and for its chunky design — well, they didn’t get it then, and they sure as hell don’t get it now.

The problem with the Newton wasn’t any physical or technical problem. Those are easy to surmount. The problem that broke the Newton was that nobody was prepared for it.

There was no mental slot in people’s heads that the Newton could glide into.

Nothing like it had ever existed before. It was revolutionary. It was a total surprise.

the ipad has technical problems too, but it doesn’t matter

Today, of course, it’s an entirely different story: we’re all intimately familiar with the concept of the little computer in our pocket. We fell repeatedly for watered-down Palm handhelds which, in reality, we used rarely; we replaced them with iPhones, which we use too much.

Now the same critics who shit-canned the Newton for the wrong reasons are shit-canning the iPad for the wrong reasons.

The iPad, though, unlike the Newton, is going to win, and win on an epic scale.

Nevertheless, the shortsightedness of punditry is evergreen. Instead of praising the iPad, critics express their disappointment, because they expected more. They expected a genre buster. They expected something they’d never seen before, something beyond their imagination. Something revolutionary.

They’re disappointed that the iPad is so… well… unsurprising.

Therein, of course, lies the genius.

the ipad is barely a surprise at all

The design, delivery, and timing of the iPad couldn’t be more different than the Newton. The iPad wasn’t a surprise at all. It’s the capstone in a family of devices.

It doesn’t matter if they utter that phrase in distaste. That little sand grain of dismissal becomes the core around which will form a pearl of understanding.

“Trying to deal with email on the iPhone is tough. The screen’s too small.”

“I wish we could both work on this at the same time.”

“I’d like to sketch concepts with touch, but I keep running off the borders.”

Ding ding ding.

Steve knows, better maybe than anyone else, that you don’t just slap a product out there and hope it will succeed. You have to prepare people for it, first.

And it’s better that people misunderstand a product, at first, than not understand it at all.

the “of course” model of innovation diffusion

People won’t buy a product if they can’t understand it immediately. They can’t understand it immediately if their worldview doesn’t already have a readymade place for it. And their worldview won’t have a readymade place for it, if they’ve never seen anything like it before.

Steve expertly wields the powerful tool that is the feeling of recognition.

That feeling tells us, hey, I’ve been here before, and good things happened, and people were nice to me. Recognition is a poor man’s wisdom. It helps people decide whether to buy. Without recognition, they won’t even entertain the question.

So, because one Steve is worth a zillion other CEOs, Apple paves the way to the future by giving us devices we can understand today, in order to create more revolutionary (but still recognizable) devices tomorrow.

Do you doubt that the iPod was laying the groundwork for the iPad all along?

the takeaway for you, the designer

The question becomes not Why is the iPad so obvious? but rather, What’s next that we’ll consider obvious by the time it comes?

And How can I be the one to do it or take advantage of it?

And, How can I use the feeling of recognition to introduce my next product?

If you’re a freelancer, consultant, or somebody else who values their time, you should also check out Freckle time tracking, a product I designed & run.

I wrote and edited this essay in its entirety on my iPad, using my Apple bluetooth keyboard, and the iPad Pages app, and posted using the WordPress app. I only inserted the images on my Mac. It was awesome… and reminded me of writing posts for my old Mac news site, circa 1998, on my Newton MessagePad. Sniff.

i disregard all that “just a big iPhone” crap on grounds of sample size. I only hear it from geeks on Twitter. Not one person who’s seen my iPad in person, in real life not the Internet, has done anything but want one of their own.

The other and perhaps defining aspect of the iPad is the fact that you are holding and touching it directly to enter the computing space that for the most part has been mediated by keyboards and mice while sitting at a desk. Now you can have that experience by just touching the device to enter all of the computing spaces it may offer while sitting/lounging comfortably. You are interacting more directly with the device and as a consequence with that which it shows you be a game, a document to read, a movie or the web to browse. No mouse, keyboard or stylus required. To touch something is to become part of it. To understand it.

Many of the digerati complain that it is to simple forgetting that technology becomes high-technology when the technology begins to disappear. I believe that the iPad is the first step in that direction for computing.

[…] Amy Hoy: “The iPad, and the Staggering Work of Obviousness” So … Apple paves the way to the future by giving us devices we can understand today, in order to create more revolutionary (but still recognizable) devices tomorrow. […]

Really liked the article, it’s nice to read something where the author has actually thought about the subject. To the person above, claiming that the iPad is a big iPod touch are you being ironic? If not – you seemed to have missed the point about the obviousness of the iPad.

I agree that the iPad will be huge, I don’t have one yet (I’m in the UK) I can hardly wait.

Anon, I used and loved my Newton. Many a Newton owner kept his/her NMP alive long after they were supported — to the extremes of developing custom software to sync, and using adapters to connect them to USB-only Macs. I personally thought the handwriting recognition worked extremely well, and I have terrible handwriting.

Hari, thanks And you’re going to love your future iPad! We got ours shipped from the US. I was skeptical, but I should know better by now than to be skeptical about Apple’s touch products.

DocB is right on – the touch part is key, and Amy seems to be saying that the iPod, which we control with our thumbs, by touch, led the way.

The Newton was like a notebook metaphor, where you scribbled notes and drew diagrams and whatnot – but you also pushed buttons and typed out words and managed drop-down lists with that stylus. With the iPad, touch is everything. With the Newton, the stylus was some things and other things at the same time.

[…] worldview won’t have a readymade place for it, if they’ve never seen anything like it before.amy hoy gets down to the actual ipad/newton comparison and sez something applies to big green change (via smarmboy) […]

The Newton was a technological marvel, but it was full of problems. Much of it was technological. It was way too expensive and didn’t communicate with anything else. It was slow, and the handwriting technology never really worked all that well. The Newton may have been ahead of its time because the technology needed for it simply didn’t exist.

The original Palm succeeded where the Newton failed because the Palm took care of all the points the Newton missed. The Palm was cheaper and more importantly, it connected to your computer and synced with it. The Palm also solved the handwriting problem by using Graffiti. It was a compromise writing alphabet that made it faster to enter in stuff, and easier for the Palm to understand.

Because the Palm connected to your computer, it synced with your desktop which meant that it didn’t have to be backed up (the information is on your computer), and the computer made it easier to enter data.

Many people found their Palms invaluable. To me, it was my brain on two AA batteries.

Jobs killed the Newton not because it fantastic and he didn’t have anything to do with it, but because it was a financial drain on Apple. It had been a money losing device and Apple simply didn’t have the resources to see it through.

The iPad is successful now because the technology has caught up to what the Newton should have been. The iPad is larger, yet lighter and cheaper. There’s an Internet now you can connect to. There’s Facebook, Twitter, Email, Flickr, and all the other social networking sites.

I tell my kids that when I started working with computers 40 years ago, we could have built an iPod. We had digital to analog chips. We had static RAM chips. We had LCD screens. So, why didn’t we build an iPod?

The answer is that our iPod wouldn’t have been pocket sized (unless you have one of those pocket forklifts. And, it would have costed you about $3 million. The iPod came out just as portable hard disk drives dropped in price and size. A year earlier and the iPod wouldn’t have been possible.

Sadly, this was Newton’s problem — it was way too far ahead of its time.

I’m not sure I buy the “cozy, pre-existing slot” argument. For the iPad, it may work, but I think it falls apart with the iPhone.

The iPhone seemed blindingly obvious after it was introduced—”how come nobody made a phone like this before?”. But until the minute it was out, gadget freaks and opinion leaders poo-poohed the idea of a phone running a stripped-down Mac operating system, a completely new interface, and no keypad.

It’s obvious that we were ready for better cellphones, but Apple’s interpretation of that better cellphone was like nothing we expected.

So, yes, we were primed for the iPad, but we were not primed for the iPhone.

My God. Does it hurt? Does it hurt having Steve’s body part jammed so far down your throat you can hardly breathe for worshipping it? Does it hurt trying so hard to be hip that you came up with THAT as a headline? Get out out the self-referential hipster chamber. You’ll feel better.

Great insightful post. As mentioned earlier, I also think the ‘just a big iphone’ comment is misguided. The bigger screen will profoundly change many of those experiences and tasks we did on the small iPhone.

“The iPad becomes the app you’re using. That’s part of the magic. The hardware is so understated – it’s just a screen, really – and because you manipulate objects and interface elements so smoothly and directly on the screen, the fact that you’re using an iPad falls away. You’re using the app, whatever it may be, and while you’re doing so, the iPad is that app. Switch to another app and the iPad becomes that app. If that’s not magic, I don’t know what is.” – Adam Engst

I totally agree that touch is crucial for the experience! But a person can only cover so many points in a single essay I actually have essays on touch, specifically, and iPad apps vs web sites (like the eBay App vs eBay.com) coming up, so I hope you’ll come back and share your thoughts with me on those, too!

Adam,

Remember those silly pictures of “Here’s MY iPhone” — an iPod Photo rubberbanded to a Blackberry?

The iPhone had a user experience that people weren’t entirely accustomed to — but the idea of a PDA Phone meets iPod wasn’t that far off the beaten path.

Of course, the user experience is was revolutionary, not evolutionary… but that “Oh, well, duh” helped it get its foot in the door, I’m sure!

The Newton failed because it demanded too much of you. Consumers were tired of the gadget onslaught of the late 90s with so many PDAs. These were things people were not used to having with them all the time and only appealed to the geeks and pedantic.

When mobile phones became so common (and the user experience so bad), people were used to carrying their phone everywhere and the iPhone presented them a better one-of-those. The Newton was not a better organiser, it was a different organiser than everybody was used to (the calendar on the wall).

The iPad demands nothing more from people than their money. It is a better Facebook, a better eBay, a better Amazon than their current one. It is a better version of what they are already doing rather than asking them to adopt the not-Internet or mind-probe or something different than what they already access. They will come for the Internet and stay for the apps. And thus, a new mindset will be born, ready for a new place in their lives to fill.

The iPad can be perfectly “magical” unto itself, and yet still a disappointment, because of how starkly it reveals the havoc that Jobs’ refusal to offer a home-media device has wreaked on Apple’s product line. If Steve weren’t determined to make Apple a media-distribution company, there’d be a $500 Apple DVR/media/backup server under our flat-screen TVs, and the iPad would be not just its remote control but its natural extension into our laps and our social networks and out the door. But since he doesn’t want us to own and share our content, he won’t put HDMI and a big drive in the same box, so we have the Apple TV with no storage, the Mac Mini with no HDMI (and therefore no CableCard slot), and the Time Capsule with no video out. And, without the right answer to “but what’s the iPad for?”

Nic, You should do what we do: take an old Mac, hook it up to a Drobo, and install Boxee. Boxee is great, plays every format you can stick on it, you can back up to it, and you can add Air Video on your iPad/on the Mac to stream your content over the wireless network to your iPad and convert it on the fly.

Works great for us… and no need to rent stuff from Apple.

Apple’s not gonna do what you want simply because they have been unable to make much money at all from the Apple TV.

The critics might have been less inclined to slam the iPad for not being magical and revolutionary if Apple hadn’t literally referred to it as magical and revolutionary in all of its marketing materials.

I have the iPad and I love my iPad. But as you say, it’s an obvious next step, not a revolution — and Apple’s been trying to beat us around the head with the notion that it’s a revolution.

I’m surprised how it completely alienates the demographic of artists, builders, tinkerers and the like that were drawn to Apple in the first place.

The bottom line is there is absolutely nothing creative you can do on the iPad that you can’t do better, quicker, and more efficiently on a desktop, laptop or in some cases with a pencil and a piece of paper.

Whats next? What is it that we all use, daily at home and work? I bet that soon we get the Apple DeskPhone. I wrote Steve years ago asking him to make it happen. WiFi, Address Book interactive, stored data, pager notifications, color touch screen, etc. Everyone, including Steve has to deal with the lame collection of crappy desk phones we all use. (Of course the Apple TV is near.)

“The bottom line is there is absolutely nothing creative you can do on the iPad…”

You’d think that. But then you’d be wrong.

My 10-year old son spent about 2 minutes with the iElectribe app from Korg on my iPad and he was designing his own music. Not just simple remixing of someone else’s canned loops, but designing complex rhythms from scratch. The interface was so intuitive (move knobs/sliders with your fingers, just like a real audio device) that he figured it out with no help from me and no manual.

I could point at other examples of areas where the iPad’s large touch screen makes creative work easier and more natural than using a computer, but you’re probably not interested in hearing about them. Seem like you’ve made up your mind. I’ve seen the iPad inspire creativity, so I’ve made mine up, too.

The technical problems of the Newton were not “nothing”. It was a complete failure in the market for three excellent reasons:

1) High price. Twice as high as anyone was willing to spend on a pocket gadget, especially when competing systems were under $400, often under $200.

2) Bad syncing. You ended up with stuff on the computer, and stuff on the Newton, and no way to reconcile them.

3) Terrible handwriting recognition. It wasn’t just a joke, it was almost malicious to release that.

There were plenty of digital organizers, PDAs, and pocket computers at the time. People knew what to do with them, and wanted to something to dump their DayRunners into. Palm kicked Newton’s ass in the market, selling millions of units, because the Pilot was cheap, synced well, & Graffiti was reliable (I could do 40 wpm in it).

Steve killed Newton because it was underperforming at a time when Apple could barely make payroll. He kept Jony Ive, so clearly it wasn’t animus.

The iPad is:

1) Cheap, half the price of a Newton.

2) Syncs well (in fact, requires sync). If you have MobileMe, all your stuff is there “magically”.

3) Has no handwriting reco at all, just a nice keyboard, one you can actually type on in landscape.

“Instead of praising the iPad, critics express their disappointment, because they expected more.”

I think what most of them expected that wasn’t there was some semblance of control over the device. That they left that out is an “obvious” omission.

I use a Mac, very happily. But it isn’t just a Mac; it’s MY Mac. I made it into a computer unlike any other. It works well as a computer, but it’s most useful when I’m using it. I didn’t just buy apps to change it, though that’s a big part of the picture. I also configured the bejeezus out of it.

There is no iPhone or iPad on Earth that is YOUR device. What you bought was the indefinite right to use Apple’s device. The entire state of that device is constrained by the company’s policies and is maintained by its software.

If you had the ability to personalize these devices, especially iPhones, you’d find that they have much more power and potential. But you can’t access those things, because that is not what Apple wants you to do; it doesn’t fit in with their plans for the device. In that sense, it isn’t your iPhone.

@Rezmason – You seem to be confusing “what I want” with “what everyone wants”. Not everyone is a power user who will want the level of customization you get with, say, OSX.

On top of that, for the tasks an iPad is /primarily/ targetted at, you just don’t need that level of access. Strip out the crap and you get something elegant.

Sure there are the arguments about the App Store but here’s the cold hard truth: Most users don’t give a crap. My grandparents certainly wouldn’t care if some whiny flash developer can’t compile their app down to the iPad.

I think that’s great that your son was able to pick up iElectribe and make music with it. In your example the iElectribe is a replacement for Korgs Electribe audio hardware, and in my opinion the iPad could be a remarkable device for replacing dedicated audio hardware tools.

I believe that people with little or no computer experience can pick up the iPad and it has far less learning curve than a desktop machine, but what about tasks for the day-to-day creative professional?

By my reading, this means that the iPad market is a subset of the iPhone market: people who “get” the iPhone and want more. The people who have an iPhone and a laptop and want the best of both.

(I confess I don’t “get” the iPhone. I’ve played with them in the store, and they’re neat, but I’m not going to pay thousands of dollars for something just because it’s neat. The iPad is similarly neat.)

Is that enough to make it “win on an epic scale”? Of the half dozen iPhone users in my office, one bought an iPad the day it was released, and the other 5 seem so disgusted with Apple’s recent behavior they’re almost embarrassed to have an iPhone now.

Products that have very fast uptake tend to have short lives. I think that most everybody who wants an iPad, since they know about it and have been prepared for it, already owns one. The iPod has been steady for years, precisely because it was slow to get going.

Michael (1989) – no, no Newton came out in 89. The first came out in 93. And I said I was specifically talking about the last Newton (MessagePad 2100), which came out in either late 97 or early 98. Thus 1998. And yeah, there’s a Subscribe link at the end of the article… I’m still working on my design here, sorry it’s not more obvious.

As for you guys arguing about creating ON the iPad, going to be huge. Anyone who hews to the line, “It’s for CONSUMING content, not creating it!” is just imagination-challenged. That’s okay. The apps will come.

Remember, geeks – just because it’s not for you, doesn’t mean it’s not for anyone! (For the record, I’m as guilty of this as the next person.)

I’m already writing thousands of words a week on it, because it’s just that much better than the computer that can do “everything” (and often does).

Just one hitch: the Newton was a great device; the market didn’t kill it, Apple did. When Steve got back to Apple he determined (quite rightly) that PDA’s were on the way out, soon to have all their features replicated on cell phones.

All the jokes about handwriting on the 1.0 device aside, the Newton eventually got great handwriting recognition software, which now resides in OSX.

To compare the Newton to the iPad and say, ‘isn’t it interesting that its almost the same device (it’s not) and yet the former died a horrible death (it didn’t) and the latter is being held up as the second coming (maybe by tech blogs, but not by Apple).’

As usual, techies looooove to point out irony/hypocrisy so much that often they feel the urge to manufacture it.

Was it ironic that Xbox used PowerPC chips just as Apple (then, the laughing stock of the gaming industry) was ditching them for Intel chips? No. Was it ironic, then, that MS bought a bunch of PowerMacs for Xbox gaming development? Maybe, but, hardly.

But geeks love to eat this stuff up as if somehow it reveals certain leaders in the industry to be liars, frauds, imperfect men.

Hi Amy thanks for your great post. I too owned a MessagePad (2100) until it was stolen. A superb device that was way before it’s time. It never ceases to amaze me how the msm just don’t get Apple and don’t even try. Just look how years after the iPod was introduced there’s still no competition! Interestingly the Newton was created using input from interaction design and focus groups, while the iPhone was the exact opposite.
Keep up the great writing – our industry needs more intelligent commentators with interesting and different viewpointslike yours.

[…] The iPad, and the Staggering Work of Obviousness A good point well made that Apple got slammed for making the 'obvious' iPad, and slammed for making the novel and misunderstood Newton. (tags: apple ipad design blog post cheerfulsw newton marketing) […]

Nice piece. I still have nearly all the Newtons Apple made. And I loved the thing. What none of us Newton owners ever fully understood was to what extent Jobs killed the Newton because Sculley created it. And because Sculley, who had fired him, personally promoted it as a game changing device.

Had Jobs swallowed his pride & continued to develop the Newton with the brilliant Newton team (most were let go) we might have had the iPad before the iPhone.

And there has always been a need for an iPad device – for instance, since I’m waiting for the 3G version of the iPad, I’m typing this in bed on the crappy iPhone virtual keyboard squinting at a too small screen.

Fantastic article! I do think that it is a combination of people being ready and the technology being ready.

@Nic: CableCard support has nothing to do with HDMI — DisplayPort on the MacMini supports DRM and can be connected to HDMI via a cheap, simple adaptor. CableCard requires DRM rooted deep in the OS — something that only Windows supports, and one of the reasons Vista was is awful, as it has all sorts negative effects on performance and stability. Apple won’t touch it with a barge pole, and rightly so.

There are plenty of DVR solutions for the MacMini starting with EyeTV and various hardware tuners it supports. I use my Mac as a HTPC and it is a joy. My only problem is that my 8 TerraBytes of disk space is totally full…

Ultimately Apple doesn’t offer a complete solution because they know exactly how many people use CableCard under Windows, and the market is way too small to bother. Even Tivo is in danger of going out of business. It may be hard for us HTPC enthusiasts to understand, but most people don’t want to bother.

Great article! If you think about it, the iPhone is actually “just a small iPad” – that’s the insanely crazy stuff This is where Apple’s been getting to – back to the future. Such things will sink in by the time iPad 2.0 is here much as it did with the iPhone.

[…] elicits rave reviews and dismissals. It is so easy to focus on what it doesn’t do. Amy of the “Cheerful Software Manifesto” has a wonderful way of putting this, I just had to quote it verbatim: The iPad, though, unlike the Newton, is going to win, and win on […]

[…] 5“The iPad, and the Staggering Work of Obviousness” an article that completely changed how I look at design. It points out that the iPad’s ace-in-the-hole in terms of adoption is that it was patently UN-revolutionary. The genius of it is that people could grab one and say, “Oh look, a big iPhone”. […]

How involved should consumers be in product development decision-making?…

I think there’s a big difference in asking them what they want, versus showing them something and asking for feedback which makes the product more useful. Apple does it openly by stealth by iterating experimental changes in the UX design with successi…

I don’t know whether Steve hated the Newton, I rather think he admired much of what it was trying to do (and had a long think over the eMate).
But what he recognised as clear as day was that for Apple in its dire 1997 state they could not spend a single dollar more on a product that was draining scarce resources from the MacOS, Filemaker, Quicktime and so on. And on a product that, good or bad, could not possibly replace the revenue of these other items in the short time available. He made a tough close down decision, which was self evident to three previous CEOs, but which they did not have the courage to make.
The resources saved were – just – enough to allow Apple to pull out of a screaming power dive, bring out the first iMac, and the rest is history

From my first experiences with the BBC micro running Grannies Garden, through the Archimedies running Zarch and the monochrome Mac Classic running Quark.

I feel I’m experiencing a constant circlular evolution of technology, function and expectation.

More often than not we just don’t get it until it’s put in front if us. I know the iPhone wasn’t a big deal for me until someone pinched a web page in front of me. At the time, a staggering thing to happen in the palm of a hand.

But remarkably the late, great Douglas Adams got it. His handheld electronic ‘book’ is only just becoming reality. The concept he merely dreamt of will now surely shape a future that alas he will never see.

lets join hands togather all of hnudis to save Dharma and conversations from YSR Congress as cristianity.Lakhs of People has been converted by Anil Kumar Hindus as cristianity Chala papam chesaru working as under ground mafia. maximum villages are reached 30% Cristianity plz save the state and the nation from this blade Y.S.Family now sharmila started Pada yatra with carrying of Bible atomatically people attrack with there hipnosis words and cristianity will rised to 40% to 50% cristianity in villages. Chudandi Y.S.Vijayamma garu meru kattukunna saree hindu tradition meeru pattukunna bottu hindu Tradition yendukuamma meru hinduvulani mosamchestharu lakshaladimandi hindu vulani cristianity ga marchina meru me alludu Anil kumar chala papam chesthunaru.Plz Note : Y.S.Family has not visiting our temples with heartly (manasulo varu saithan dhaghariki vacham anukuntunaru and saying to jesus on his prayers for visiting hindu Temples)plz stop to visit our temples other wise we have to make suddhi after visit of Adharma People Temples are using as a political Drama and acting.Mokka ga thunchanidhi manu ga thunchalemu.

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